海南三亚·天域度假酒店可行性研究报告.doc

Lesson 1 A private conversation 私人谈话 Last week I went to the theatre. I had a very good seat.  The play was very interesting. I did not enjoy it.  A young man and a young woman were sitting behind me. They were talking loudly. I got very angry. I could not hear the actors. I turned round. I looked at the man and the woman angrily. They did not pay any attention. In the end, I could not bear it. I turned round again. 'I can't hear a word!' I said angrily.  ' It's none of your business,' the young man said rudely. 'This is a private conversation!'.Lesson 2 Breakfast or lunch? 早餐还是午餐？ It was Sunday. I never get up early on Sundays. I sometimes stay in bed until lunch time.Last Sunday I got up very late. I looked out of the window. It was dark outside. 'What a day!' I thought. 'It's raining again.' Just then, the telephone rang. It was my aunt Lucy.' I've just arrived by train,' she said. 'I'm coming to see you.' 'But I'm still having breakfast,' I said.'What are you doing ?' she asked. ' I'm having breakfast,' I repeated.'Dear me,' she said. 'Do you always get up so late ? It's one o'clock!''Lesson 3 Please send me a card 请给我寄一张明信片 Postcards always spoil my holidays. Last summer, I went to Italy. I visited museums and sat in public gardens. A friendly waiter taught me a few words of  Italian. 'Then he lent me a book. I read a few lines, but I did not understand a word. Every day I thought about postcards. My holidays passed quickly, but I did not send any cards to my friends. On the last day I made a big decision. I got up early and bought thirty-seven cards. I spent the whole day in my room, but I did not write a single card !Lesson 4 An exciting trip 激动人心的旅行I have just received a letter from my brother, Tim. He is in Australia. He has been there for six months. Tim is an engineer. He is working for a big firm and he has already visited a great number of different places in Australia. He has just bought an Australian car and has gone to Alice Springs, a small town in the centre of Australia. He will soon visit Darwin. From there, he will fly to Perth.  My brother has never been abroad before, so he is finding this trip very exciting.Lesson 5 No wrong numbers 无错号之虞 Mr James Scott has a garage in Silbury and now he has just bought another garage in Pinhurst. Pinhurst is only five miles from Silbury, but Mr Scott cannot get a telephone for his new garage, so he has just bought twelve pigeons. Yesterday, a pigeon carried the first message from Pinhurst to Silbury. The bird covered the distance in three minutes. Up to now, Mr Scott has sent a great many requests for spare parts and other urgent messages from one garage to the other. In this way, he has begun his own private telephone service.Lesson 6 Percy Buttons 珀西·巴顿斯I have just moved to a house in Bridge Street. Yesterday a beggar knocked at my door. He asked me for a meal and a glass of beer. In return for this, the beggar stood on his head and sang songs. I gave him a meal. He ate the food and drank the beer. Then he put a piece of cheese in his pocket and went away. Later a neighbour told me about him. Everybody knows him. His name is Percy Buttons. He calls at every house in the street once a month and always asks for a meal and a glass of beer.   Lesson 7 Too late 为时太晚  The plane was late and detectives were waiting at the airport all morning. They were expecting a valuable parcel of diamond from South Africa. A few hours earlier, someone had told the police that thieves would try to steal the diamonds. When the plane arrived, some of the detectives were waiting inside the main building while others were waiting on the airfield. Two men took the parcel off the plane and carried it into the Customs House. While two detectives were keeping guard at the door, two others opened  the parcel. To their surprise, the precious parcel was full of stones and sand!   Lesson 8 The best and the worst 最好的和最差的 Joe Sanders has the most beautiful garden in our town. Nearly everybody enters for 'The Nicest Garden Competition' each year, but Joe wins every time. Bill Frith's garden is larger than Joe's. Bill works harder than Joe and grows more flowers and vegetables, but Joe's garden is more interesting. He has made neat paths and has built a wooden bridge over a pool. I like gardens too, but I do not like hard work. Every year I enter for the garden competition too, and I always win a little prize for the worst garden in the town!   Lesson 9 A cold welcome 冷遇 On Wednesday evening, we went to the Town Hall. It was the last day of the year and a large crowd of people had gathered under the Town Hall clock. It would strike twelve in twenty minutes' time. Fifteen minutes passed and then, at five to twelve, the clock stopped. The big minute hand did not move. We waited and waited, but nothing happened. Suddenly someone shouted, 'It's two minutes past twelve! The clock has stopped!' I looked at my watch. It was true. The big clock refused to welcome the New Year. At that moment everybody began to laugh and sing.   Lesson 10 Not for jazz 不适于演奏爵士乐 We have an old musical instrument. It is called a clavichord(翼琴). It was made in Germany in 1681. Our clavichord is kept in the living-room. It has belong to our family for a long time. The instrument was bought by my grandfather many years ago. Recently it was damaged by a visitor. She tried to play jazz on it! She struck the keys too hard and two of the strings were broken. My father was shocked. Now we are not allowed to touch it. It is being repaired by a friend of my father's.   Lesson 11 One good turn deserves another 礼尚往来 I was having dinner at a restaurant when Harry Steele came in. Harry worked in a lawyer's office years ago, but he is now working at a bank. He gets a good salary, but he always borrows money from his friends and never pays it back. Harry saw me and came and sat at the same table. He has never borrowed money from me. While he was eating, I asked him to lend me &2. To my surprise, he gave me the money immediately. 'I have never borrowed any money from you,' Harry said, 'so now you can pay for my dinner!'   Lesson 12 Goodbye and good luck 再见，一路顺风 Our ncighbour, Captain Charles Alison, will sail from Portsmouth tomorrow. We shall meet him at the harbour early in the morning. He will be in his small boat, Topsail.Tapsail is a famous little boat. It has sailed across the Atlantic many times. Captain Alison will set out at eight o'clock so we shall have plenty of time. We shall see his boat and then we shall say good-bye to him. He will be away for two months. We are very proud of him. He will take part in an important race across the Atlantic.   Lesson 13 The Greenwood Boys 绿林少年 The Greenwood Boys are a group of popular singers. At present, they are visiting all parts of the country. They will be arriving here tomorrow. They will be coming by train and most of the young people in the town will be meeting them at the station. Tomorrow evening they will be singing at the Workers' Club. The Greenwood Boys will be staying for five days. During this time, they will give five performances. As usual, the police will have a difficult time. They will be trying to keep order. It is always the same on these occasions.   Lesson 14 Do you speak English? 你会讲英语吗？ I had an amusing experience last year.  After I had left a small village in the south of France, I drove on to the next town. On the way, a young man waved to me. I stopped and he asked me for a lift. As soon as he had got into the car, I said good morning to him in French and he replied in the same language. Apart from a few words, I do not know any French at all. Neither of us spoke during the journey. I had nearly reached the town, when the young man suddenly said, very slowly, 'Do you speak English?' As I soon learnt, he was English himself!   Lesson 15 Good news 佳音  The secretary told me that Mr. Harmsworth would see me. I felt very nervous when. I went into his office. He did not look up from his desk when I entered. After I had sat down, he said that business was very bad. He told me that the firm could not afford to pay such large salaries. Twenty people had already left. I knew that my turn had come. 'Mr. Harmsworth,' I said in a weak voice. 'Don't interrupt,' he Said. Then he smiled and told me I would receive an extra &100 a year!   Lesson 16 A polite request 彬彬有礼的要求 If you park your car in the wrong place, a traffic policeman will soon find it. You will be very lucky if he lets you go without a ticket. However, this does not always happen. Traffic police are sometimes very polite. During a holiday in Sweden, I found this note on my car:' Sir, we welcome you to our city. This is a "No Parking" area. You will enjoy your stay here if you pay attention to our street signs. This note is only a reminder.' If you receive a request like this, you cannot fail to obey it!   Lesson 17 Always young 青年常驻 My aunt Jennifer is an actress. She must be at least thirty-five years old. In spite of this, she often appears on the stage as a young girl. Jennifer will have to take part in a new play soon. This time, she will be a girl of seventeen. In the play, she must appear in a bright red dress and long black stockings. Last year in another play, she had to wear short socks and a bright, orange-coloured dress. If anyone ever asked her how old she is, she always answers, 'My dear, it must be terrible to be grown up!'   lesson18 He often does this! 他经常干这种事！ After I had had lunch at a village inn, I looked for my bag. I had left it on a chair beside the door and now it wasn't there ! As I was looking for it, the inn-keeper came in. 'Did you have a good meal ?' he asked. 'Yes, thank you,' I answered, 'but I can't pay the bill. I haven't got my bag.' The inn-keeper smiled and immediately went out. In a few minutes he returned with my bag and gave it back to me. 'I'm very sorry,' he said ' My dog had taken it into the garden. He often does this.'   Lesson19 Sold out 票已售完 'The play may begin at any moment,' I said.   'It may have begun already,' Susan answered. 'I hurried to the ticket-office. 'May I have two tickets please ?' I asked. 'I'm sorry, we've sold out,' the girl said. 'What a pity!' Susan exclaimed. Just then, a man hurried to the ticket-office. 'Can I return these two tickets?' he asked. 'Certainly,' the girl said. 'Could I have those two tickets please ?' I asked. 'Certainly, 'the girl said, 'but they are for next Wednesday's performance. 'I might as well have them,' I said sadly.   Lesson20 One man in a boat 独坐孤舟 Fishing is my favourite sport. I often fish for hours without catching anything. But this does not worry me. Some fishermen are unlucky. Instead of catching fish, they catch old boots and rubbish. I am even less lucky. I never catch anything-not even old boots. After having spent whole mornings on the river, I always go home with an empty bag. 'You must give up fishing!' my friends say.' It's a waste of time.' But they don't realize one important thing. I'm not really interested in fishing. I am only interested in sitting in a boat and doing nothing at all !   Lesson21 Mad or not? 是不是疯了？ Aeroplanes are slowly driving me mad. I live near an airport and passing planes can be heard night and day. The

天域度假酒店二期
项目可行性研究报告

编撰单位：三亚天域实业有限公司
编撰时间：

目 录
第一章 总论
1、1 项目概况
1、2 项目提出的背景及建设必要性
1、3 可行性研究的依据和范围
1、4 主要技术经济指标
1、5 施工进度计划
第二章 市场调研及前景预测
2、1 度假公寓的概念
2、2 三亚引入度假公寓的情况介绍
2、3 目前三亚已经推出和即将推出的可比项目分析
2、4 本项目与其他项目相比较优劣势分析
2、5 本项目前景预测
第三章 项目定位
3、1 主题定位
3、2 功能定位
3、3 市场定位
3、4 项目建设方案及规划设计定位
3、5 价格定位
3、6 入市姿态及推广时机定位
3、7 销售方式定位
3、8 物业管理定位
第四章 营销策略
4、1 宣传主题概念
4、2 卖点整合
4、3 优惠措施
4、4 销售目标体系——整体推广思路
4、5 分阶段控制的公关效果
4、6 外发式宣传策略
4、7 销售进度目标
4、8 资金回笼计划
第五章 投资估算和资金筹措
5、1 投资估算
5、2 资金筹措
第六章 财务评价与社会效益分析
6、1 盈亏平衡分析
6、2 赢利预测
6、3 敏感性分析
6、4 社会效益分析
第七章 结论

第一章 总论
1、1 项目概况
本报告所陈述的对象为三亚天域度假酒店二期，以下简称本项目。
本项目位于三亚著名的国家级旅游度假区亚龙湾。亚龙湾犹如一颗璀璨的明珠，镶嵌在地球北纬18°，与阿拉伯海、红海、加勒比海、孟加拉湾、墨西哥湾、夏威夷群岛一道，呼吸着温馨的海洋季风，这是一条关于热带，关于滨海的假日旅行线。这里长夏无冬，有最明媚的阳光、最纯净的空气、最碧蓝的海水、最洁白的沙滩，自然生态环境在世界首屈一指。世界旅游组织把三亚认证为4A级旅游目的地。据国际环境保护组织对世界48个国家158个主要城市环境质量进行监测评价，三亚空气质量位居世界第二，中国第一。国家环境保护总局把三亚亚龙湾浴场列入全国5个水质优、最适宜游泳的海水浴场。这些稀有的自然资源使亚龙湾在全球游客中具有很大的吸引力。天域度假酒店二期便位于亚龙湾海岸线的中点。
本项目建设用地东接天域度假酒店一期；南临南中国海；西接红树林度假酒店（五星级）；北靠亚龙湾高尔夫球场，地块方正规则，视野开阔，观海效果极佳，是建设高档度假酒店的理想用地。
1、2 项目提出的背景及建设必要性
在过去的20年，随着中国经济持续升温，中国的旅游业有了长足的增长，现已跻身于世界旅游大国之列，跃居亚洲旅游大国之首。旅游业已经被中央政府确定为国民经济发展新的增长点，它在扩大开放，带动相关产业的发展，促进就业和区域经济平衡发展以及提高人民生活质量和素质等方面发挥了越来越重要的作用。
在全国旅游发展的大形势下，三亚的旅游业步步升温。旅游房地产业从旅游业和房地产的交融中脱颖而出。
近几年，三亚房地产慢慢脱离海南房地产泡沫经济的阴影，开始复苏，并朝着良性的方向发展，三亚的房地产开始了新一轮的升温。特别是随着近几年国内经济的好转、国家假日经济的刺激、国人消费观念的改变以及三亚旅游综合环境的不断改善，使得三亚作为全国唯一的热带旅游度假目的地越来越受到国内及国际的关注。与其同时，三亚也因为良好的气候和优美的自然环境使得内地人特别是东北、华北地区的人们对到三亚过冬、度假充满热情，客观上造成了三亚近期推出的房产特别是海景房大多数被内地人所购买。业内人士认为，未来几年的三亚房地产，特别是海景房产具有较大的市场需求。
在美丽的亚龙湾区域内可以供给的滨海一线房地产目前尚无一家，亚龙湾二线房地产产品也屈指可数，在未来几年内将远远难以满足市场对亚龙湾滨海房地产产品的强大需求。在此背景下，我们准备开发建设的天域度假酒店二期无疑适时而上，具有一定的建设必要性，一方面尽可能的提供给市场高品质的房地产产品，满足市场的需求，另一方面也会产生较大的经济效益和社会效益
。
1、3 可行性研究的依据和范围
本报告是基于对市场的充分了解和对该项目的市场前景有着准确的判断而作的，具有科学性和前瞻性。本报告在以下的部分将着重对本项目的市场分析、项目定位、规划设计定位、营销推广策略以及项目的财务评价进行研究。
1、4 主要技术经济指标
总占地面积：58070平方米
总建筑面积：67981平方米
可销售面积：34000平方米，
建筑密度：24。46%
容积率：0。72
绿化率：65。6%
1、5 施工进度计划
1、5、1 2003年11月29日破土动工
1、5、2 2004年1月26日结构达到正负零
1、5、3 2004年5月18日结构封顶
1、5、4 2005年6月30日交付使用
第二章 市场调研及前景预测
2、1 产权式酒店的概念

　　产权式酒店由"时权酒店"（TIME SHARE）演变而来。它是由消费者或个人投资者买断酒店客房在特定时间里的使用权。首创这一概念的是瑞士的亚力山大 .奈特。1976年，法国阿尔卑斯山地区的旅游酒店首次进行了真正意义上的而产权酒店则是进而买断产权而不仅是买断时段，即将酒店的客房分割，每间客房作不住时为一个带有独立产权的独立单位，出售给客户。投资者既可长期居住，也可在不住时将客房委托给酒店经营获取回报，同时还可获得酒店赠送的一定期限的免费入住权。产权酒店是一种旅游业和房地产业有效结合的投资品种。
产权式酒店的流行趋势
　　 由于产权式酒店是将建设酒店所需的投资和宏大的管理体系分解为单体的组合，为拥有一定闲置资金的投资人获得较高回报，且不想承受投资风险的个人或法人提供了机会，因此正在全球范围内快速增长。据国际旅游组织2002年报告，其增长率达到19.3%。到2003年，已有6.5万个家庭在81个国家的6000多个旅游目的地购买了时权酒店和产权酒店。美国的"产权酒店"已超过了1000个。
在中国内地，从1995年开始流行。目前北京、青岛、北海、珠海、长春、兰州、昆明、长沙、深圳、海南等地均开始出现各种规模的产权酒店。
2、2 天域度假酒店二期引入产权式酒店模式情况分析
一．市场形势分析
（一）客观区域市场分析
天域二期的定位是：中国亚龙湾国家级旅游度假区的一家有五年成功经营历史的五星级度假酒店的二期工程。
酒店是旅游产业链中的重要环节，而度假酒店是酒店类型中数量不多，但占经济比重较大的类型之一。项目所处的市场形势利好。
1．从三亚市来看，是我国近年来旅游业发展最迅速的城市之一。
在过去的20年，随着中国经济持续升温，中国的旅游业有了长足的增长，现已跻身于世界旅游大国之列，跃居亚洲旅游大国之首。旅游业已经被中央政府确定为国民经济发展新的增长点，它在扩大开放，带动相关产业的发展，促进就业和区域经济平衡发展以及提高人民生活质量和素质等方面发挥了越来越重要的作用。
在全国旅游发展的大形势下，三亚的旅游业步步升温。旅游房地产业从旅游业和房地产的交融中脱颖而出。2001年，坐落在大东海的“瑞海豪庭”推出高档海景房，在极短的时间内，三幢高层楼盘就发售一空，点燃了三亚房地产春天来临的信号。紧接着，“碧海蓝天”、“蓝海花园”、“昌达海景花园”等随之跟进。2002年底，“阳光海岸”投资资愈三亿，在三亚湾开发高档海景小区，打造高品质的海景居所。现在，一批依山傍海，环境优美的海景房成为颇受消费者欢迎的“皇帝女”，销售势头有增无减。2003年1月-7月，三亚市共销售住宅面积达31.17万平方米，商铺面积1.67平方米，在非典疫情刚过去的7月份中，销售面积达3.11万平方米（其中认购面积为1.35万平方米），这表明，几经风雨，三亚房地产业已经驶入健康快速的发展轨道。
2．三亚有着天生丽质的自然美。阳光、海水、沙滩、椰树是这个城市美为骄人的资源。而天域二期，则是位于综合自然条件最好的亚龙湾。国家环保总局对全国17个沿海城市的28个海水浴场进行的水质监测结果表明：三亚大东海浴场、亚龙湾浴场是全国5个水质优、最适宜游泳的海水浴场。这一稀缺资源对世人的吸引力越来越大。每年有300多万的海内外游客赴三亚休闲度假，居住养生。亚龙湾更是成为人们来三亚旅游的必到之处。
3．的生态市貌和与时俱进的青春活力，让世界瞩目。近年来三亚城市发展日新月异，城市品位显著提升。市委、市政府围绕建设“国际性热带滨海风景旅游城市”这个目标， 以“旅游度假、生态示范”为个性特色，对城市总体规划进行了布局修编，创造了“山、海、河、城”融为一体的城市生态环境，大力营造城在绿中、城在花中、城在水中的大生态环境。为了增加城市的综合竞争力以及在世界范围内的知名度，三亚市政府进行了系列的形象工程建设，组织了大量的重大文化活动，……这一切都成功地将三亚推向全国、甚至世界优秀旅游城市的前列。
4．房产投资从腹地转移到旅游度假胜地，旅游地产正在形成市场。据新华社经济观察报